the state of b2b social media 2013
TRANSCRIPT
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B2B Social MediaBest Practices & Next Steps
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The State of B2B Social Media
• 31% Annual Growth Rate
• Business Alignment
• Lean & Agile
• B2B Benchmarking
• Challenges
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Stages of Social Business Maturity
PLANNING PRESENCE ENGAGEMENT
FORMALIZED
STRATEGIC CONVERGED
Listen & Learn Establish Footprint Build Relationships Organize for ScaleBecoming a
Social BusinessBusiness is Social
basic customer expectation
differentiating brand experiences
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Social Listening Best Practices
• Characteristics
• KPIs & Tools
ACTION ITEM:
• Move Beyond the Brand
– Customer Service, Product Development, HR
– Mitigating Risk
– Sales Engagement
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XO Communications
Advanced Sentiment Analysis and PredictiveAnalytics provide Customer Intelligence
Bottom-Line Business Results:
23% decrease in customer churn within 18 months
Multi-million $$$ savings in 1st year of application
Increase revenue retention rate by 60%
Social Listening Case Study
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Optimizing Value of Social Listening
Define specific objectives for listening
Select metrics based on business goals
Select [and evolve] a monitoring platform
Communicate results
Identify growth opportunities
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Establishing Social Presence Best Practices
• Characteristics
• Benchmarks
• KPIs & Tools
ACTION ITEM:
• Tap into Influencer Marketing
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Emerson Climate Technologies
Sub-Brand Loyalty PR Campaign
Bottom-Line Business Results:
Goal of 1,000 votes
135,000+ votes
Social referral traffic
Revenue exceeded projections
Establishing Social Presence Case Study
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Optimizing Value of Establishing Presence
Upsell proof-of-concept results
Review alignment of metrics to business
objectives
Shareable content mastery
Establish governance, define boundaries
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Community Engagement Best Practices
• Characteristics
• KPIs & Tools
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Role in Consideration Phase of Purchasing
• Mind the Gap
• Content Bedrock 60%
of the sales cycle is over before a
buyer talks to your salesperson
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Community Engagement Best Practices
ACTION ITEMS:
• Mature Content Strategy
– Solving Before Selling
– Reimagine, not Recycle
– Embrace Real-Time Marketing
• Master Social Conversion
social proof + strong ties = social conversion
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Real-Time Marketing v Newsjacking
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Community Engagement Case Study
Agilent Technologies
Integrated Lead Generation CampaignSophisticated Content Engagement Strategy
Bottom-Line Business Results:
Increased referral traffic
Significantly higher conversion rates
Measurable revenue attribution
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Kinaxis
Mature Content Strategy
Bottom-Line Business Results:
2,534 registered community members, only 25% existing customers
3.2x increase in lead gen volume
35-40% of all leads come from web
Community Engagement Case Study
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Optimizing Value of Engagement
Define rules and processes for engagement
Understand value creation
Internal PR for social maturation
Evaluate social ecosystem tools for scale
Ongoing audit and interventions
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Management Reporting Best Practices
• Characteristics
• KPIs & Tools
ACTION ITEM:
• Start Dashboarding
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Management Reporting Best Practices
RainBird Corporation
Dashboarding
Aggregating campaign data to enable agile campaign optimization
Bottom-Line Business Results:
Enabled quick business decisions
Improved reach
ROI optimization
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Journey to Becoming a Social Enterprise
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If you don’t get social integrated throughout your enterprise and infused in your culture ASAP, no other advice will matter.
“
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The Social and The Extinct
Ted Coine
The Forecast for Social Business
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Confidential © 2012 Canyon Communications, Inc. All Rights Reserved
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